It depends on the media channels that your target audience is using. The concern should lie on the identification of the media channel that reaches most in the target audience.
First, understand that every company has its own target audience.
A fast food chain like
McDonalds has family members as the target audience, while an insurance company
like Pru Like UK and Bankers Life and Casualty has professionals and elders as its target audience.
Second, make an Audience Segmentation report to get to know your target audience further. Your target audience must be divided into three:
a. Primary: CUSTOMERS are the exact people that you want to buy and love your company. In short, primary targets include those people who will pay for the company's offerings.
b. Secondary: LOVED ONES like relatives and friends, who live with the target customers, have a big influence on their decisions and insights towards a company.
c. Tertiary: INFLUENTIAL PEOPLE like celebrities and politicians have a strong effect on the decision-making activities of target customers.
Third, identify the
different media that the segmented target audience use.
A Market Profile Research may be done to have an accurate data on this, unless you are running out of resources.
There are two sets of media channels nowadays (please do not get confused with the previous categorization which includes Tri (TV, Radio, Print) and Digital (Social Media, Website):
a. Traditional:
newspaper, magazine, radio, television, billboard, poster, events, etc.
b. Online:
corporate website, social networking, social bookmarking, mobile apps, email, online magazine, blog, etc.
If you are selling
an insurance company, you are more likely to pick the newspaper and the radio as your primary channels since older people
use the traditional means.
On the other hand if you are selling soda
drinks to teens, social media and mobile apps are always on the top list.
Fourth, go through the
media channels that they use to identify the proper placement of your message in case your campaign kicks off now.
If they use the
newspaper, identify the newspapers that they read. Do they read
New York Times or The Sun? If they watch TV, do they watch Fox or CNN? If they use the
Internet, are they fond of using Instagram? Are they a big fan of Forbes? If they play online games, is Candy Crush or DoTA part of their addiction? If they love attending events, do they see movie premieres or expositions?
This part seems very silly but all silly things make great, successful things.
Why is this important? The best way to reach them is to appear in the areas where they go.
Fifth, once you have the
specific list, you now have the media that you may use to reach your audience. Bull's eye! You now know the areas where your presence should be felt.
It is always best to have a thorough Market Research to know better your market before blasting your promotional materials.
You may seek the advice of consultancy groups about your market, but it is still recommended that you yourself get to know the under-skin of your own target market because only you can understand your own people.
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